From the invisible hand to the invisible handshake: marketing higher education

Gibbs, Paul

doi:10.1080/13596740200200134

Cited by 59 publications

(44 citation statements)

References 44 publications

(33 reference statements)

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“…Hemsley-Brown and Oplatka (2006) concluded that "the literature on higher education marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of higher education and the nature of their services." This can be a barrier to higher education marketing efforts since the traditional business marketing fundamentals do not fully address the needs of higher education institutions as they are mostly based on consumptive models (Gibbs, 2002). Gibbs (2002) suggests that higher education marketing has to be viewed from a model of collaborative relationships.…”

Section: Higher Education and Marketingmentioning

confidence: 99%

“…This can be a barrier to higher education marketing efforts since the traditional business marketing fundamentals do not fully address the needs of higher education institutions as they are mostly based on consumptive models (Gibbs, 2002). Gibbs (2002) suggests that higher education marketing has to be viewed from a model of collaborative relationships. Other researchers have argued that a relationship marketing approach best fits institutions of higher education (Helgesen, 2008;Klassen, 2002) particularly when regarded from an ethical point of view (Gibbs & Murphy, 2009).…”

Section: Higher Education and Marketingmentioning

confidence: 99%

“…Research in university recruitment has shown the potential of marketing when used by higher education institutions as a student recruitment tool (Gibbs, 2002;Helgesen, 2008;Hemsley-Brown & Oplatka, 2006). A key theme of research in this field is the marketing communication, where gaps between the information that potential students want and the information provided by universities in their traditional forms of communications have been identified (Hemsley-Brown & Oplatka, 2006).…”

Section: Introductionmentioning

confidence: 99%

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Higher Education Marketing

Constantinides¹,

Stagno

2012

International Journal of Technology and Educational Marketing

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The importance of the internet as commercial platform is by now universally recognized and increasingly businesses adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet 2 applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study aiming to identify the role and importance of the social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. Next to this the study identifies and describes three market segments among future students based on their use of the social media.

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Section: Higher Education and Marketingmentioning

confidence: 99%

Section: Higher Education and Marketingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Higher Education Marketing

Constantinides¹,

Stagno

2012

International Journal of Technology and Educational Marketing

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“…In an environment of competition, most educational institutions have recognized that they need to market themselves and as a result, extensive literature on the transfer of the practices and concepts of marketing from other sectors to HE has been developed (Gibbs, 2002). According to Oplatka and Hemsley-Brown (2004), literature on education marketing initiated in the UK and US in the 1980s and was based on models developed for use by the business sector.…”

Section: Previous Research On Higher Education Marketingmentioning

confidence: 99%

Higher Education Marketing: A Comparative Analysis of Public and Foundation Universities in Turkey

Ertürk¹,

İşçioğlu²

2017

BYK.m.21478082

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In the process of transition to the Information Age, the role of higher education institutions has been a pivotal one all around the globe, as well as in Turkey. It has become more and more important for higher education institutions to give accurate, clear and authentic messages to their existing and potential students in addition to ensuring that they are capable of providing high-quality and meaningful education experiences. To this end, Turkish higher education institutions, which are rapidly increasing in number, have been working toward adopting a more marketing oriented approach in their student recruitment strategies. Considering that research is limited as to the adoption of marketing activities of higher education institutions in Turkey, this study aims to investigate current marketing actions of the universities within the framework of 7P's of services. To this end, the similarities and differences between the public and foundation universities through a total of 32 universities was put forth and if these two types substantially differ in the way they prefer to formulate their marketing activities was examined. The data were gathered through questionnaires applied to the staff of these universities who are primarily responsible for coordinating the marketing activities of their institutions. According to the results of the study, public and foundation universities demonstrate varying rates of similarity and difference in specific considerations of their marketing activities. While marketing-mix elements such as product, place, people, process and physical evidence display high degrees of similarity, foundation and public universities especially differ in their current situation in marketing activities and, price and promotion decisions.

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“…Several researchers have questioned whether higher education as a market is a problem or solution (Gibbs, 2001). The experience findings and scientific result sharing goes to the details of the issue like organisation of the marketing process for higher education (Czsikova, et al, 2014), promoting the respective higher education establishment (Muniz and Guinn, 2001) and finding different marketing approaches of higher education (Gibbs, 2002). Factors of a student market in higher education were grouped together with the following labels: university, college, employability aspects, course content, student experience, sporting aspects, financial aspects, direct sources, media sources and social sources.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Factors Influencing the Choice of Higher Education Establishment for Marketing Strategies of Higher Education

Sarkane

Sloka

2015

Economics and Business

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-The world-wide competition of higher education programs makes education institutions to seek for most efficient ways to attract students. The presented academic research is devoted also to the issues on motives and influencing factors for the choice of study programs. The methods applied in the current paper are as follows: analysis of scientific publications, focus group discussions, surveys of possible future students. For the evaluation of different aspects of choice a scale of 1-10 was used. For the data analysis of the survey descriptive statistical analysis, cross tabulations and correlation analysis, as well as analysis of variance (ANOVA) and factor analysis were applied.

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From the invisible hand to the invisible handshake: marketing higher education

Cited by 59 publications

References 44 publications

Higher Education Marketing

Higher Education Marketing

Higher Education Marketing: A Comparative Analysis of Public and Foundation Universities in Turkey

Factors Influencing the Choice of Higher Education Establishment for Marketing Strategies of Higher Education

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